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Game Analytics SiTF (David vs Goliath)

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Game Analytics Presentation at SiTF industry event

Veröffentlicht in: Technologie, Unterhaltung & Humor, Design
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Game Analytics SiTF (David vs Goliath)

  1. 1. SiTF presents:David versus Goliath Business Analytics The Game Changer in the Game Industry
  2. 2. Dated back to Simple 3100BC Simple Dice Dice Chess Playing Cards Poker, Bridge… Role Playing Games Dungeon & Dragon Board Games Monopoly Arcade s Collectable Trading CardNetwork Games Games Diablo MMORPG Casual WoW GamesBejeweled AchievementWeb Browser System XBox Games Social Network Games
  3. 3. DEVELOPER DISTRIBUTION Where would you stand? Woof! SocialTimes: Distribution of developers/ publishers on Facebook
  4. 4. THE SWEETSUCCESS STORY
  5. 5. KEY SUCCESS FACTOR BETT ER DATATechCrunch: Video: Zynga CEO Mark Pincus Pitches IPO To Investors
  6. 6. HOW DO THE NEW ENTRANTS COMPETE?1. GAME DESIGN FOR TARGET AUDIENCE2. MONETIZATION FRIENDLY3. SOCIAL FRIENDLY4. TRIAL & ERROR DEVELOPMENT CYCLE METRICS
  7. 7. KEY TRENDS THAT INTERSECTBUSINESS ANALYTICS OF GAMING 1. PURPOSE TO ACQUIRE USERS TO OPTIMIZE WORKLOAD TO MANAGE ADVERTISING TO PROMOTE FUNDRAISING TO INCREASE REVENUE TO SPREAD THE WORD MAINTAIN USERS MANAGE INFRASTRUCTURE NEEDS
  8. 8. WHAT’S AVAILABLE OUT THERE?
  9. 9. PUZZLED? WHAT’S GOOD? WHICH ONE TO USE? WHAT TO LOOK OUT FOR? WHAT ARE YOUR OPTIONS?
  10. 10. Using analytics like A Sir
  11. 11. Using analytics like A Sir Sun Tzu
  12. 12. Terrain Division Distribution Acquisition Marketing /Social Game Funnel User Acquisition Activation Engagement Game Design / Retention Engagement Revenue Monetization Payment
  13. 13. 对症下药It means you prescribe medication based on the symptoms…
  14. 14. MARKETING /ACQUISITION
  15. 15. ACQUISITION ADVERTISEMENT THE METHODOLOGYWill women in their 20’s click this? Optimization
  16. 16. Over 116% in ONE month!Source: http://www.insidesocialgames.com/2011/10/06/the-sims-social-50-days-in-and-gunning-for-cityvilles-top-spot/
  17. 17. G A ME DE S I GN/E N G A G E M E NT
  18. 18. Zynga has usedanalytics extensivelyto perfect games andimprove gameplay.
  19. 19. How Metrics Come into Play..#1 ENTRY EVENT DISTRIBUTIONMeasures – First action a user takes in asessionMetrics – Distribution of entry eventsAction – Test to see which entry events arethe most effective at bringing users back
  20. 20. Metrics#2 VIRAL MESSAGE CTR/CONVERSION Measures – Messaging click-through rates and install conversion Linearity – Non-linear (1/1-x) Metrics – Click-through rates (direct messaging channels), post-to-click ratios (broadcast channels), conversion to install Action – A/B or Cohort testing of content
  21. 21. Re v e r s e De s i g n i n g Design a GameIdentify Traits & Characteristics Target a Market Segment
  22. 22. $ $MONETIZATION/REVENUE
  23. 23. Combination of All Factors What are the times most Pricing Sales Performance people are on Facebook Playing Games?Virtual Real High Low Day or Night? During work? During lunch time? Weekend? Currency VS IT’S 24/7! Difference Plants Building & Demographic
  24. 24. http://mashable.com/2012/02/15/zynga-earnings-infographic/
  25. 25. Holistic View
  26. 26. Where are we heading? Forecasts: Smart phones overtake Standard mobile phone in 2013 Source: http://mashable.com/2011/07/13/mobile-gaming-trends/
  27. 27. Trends Shaping the Mobile Industry • The freemium model has potential • Tablets Gamers Download & Play More • Users Crave Multiplayer & Social Features • Word of Mouth is the key driver for game downloads • Hit games can come from anywhere
  28. 28. $ 180 millionBankruptcyhttp://www.forbes.com/sites/davidthier/2012/03/21/zynga-purchases-draw-something-makers-omgpop-for-180-million/
  29. 29. THANK YOU! PRESENTED BY:ELVIN LI, FOUNDER, ZELREALM

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